Amid shelter-in-place orders, sweatpants are becoming a stalwart of our remote-working style, and dressing down is the new dressing up. Canvas8 spoke to seven people from across the US to find out how the pandemic has changed their sense of fashion and how that’s making them feel.

How the pandemic is moving US style past hatewear

The pandemic has complicated the weekly shop for those in rural areas – when delivery slots are few and a big supermarket is far away, countryside-dwellers are struggling to source ingredients. Costcutter has a solution: village pop-ups with stock tailored to local wants and needs.

Costcutter: serving rural Britons with pop-up stores

Price is often highlighted as the main driver behind fashion choices. In spite of people’s desire to shop eco-friendly, there’s a high barrier to entry for most ethical brands. Is fashion resale a way to ensure greater eco access, or is the second-hand market causing more problems than it solves?

Will second-hand clothes stay in vogue post-COVID-19?

Being stuck at home during the COVID-19 pandemic has forced people to reevaluate their lives, leading some to embrace a simpler way of living by starting a vegetable garden or figuring out an effective work-life balance. Will this change in habits spark a minimalist resurgence in the long term?

How lockdown sparked a shift in minimalist values

As countries across Europe begin to reopen their borders, trips abroad are back on the cards for British holidaymakers. With the pandemic leaving many financially worse off, Fly Now, Pay Later offers travellers an easy way to finance getaways without having to stretch their wallets upfront.

Fly Now, Pay Later: easy holiday payments

As COVID-19 has forced people to spend more time at home, one of the parts of daily life impacted has been office style. How might Zoom meetings and remote working reshape workwear in the long term? And what role can fashion play in creating a sense of normality post-lockdown?

How has lockdown shaped the future of workwear?

From indulging in mini-treats that elevate the everyday to HNWIs splurging on extravagant vacations, the ways people signal their status are diversifying as the focus shifts from ‘what you own’ to ‘how you live’. Canvas8 spoke to ten Americans to learn how their attitudes to luxury are changing.

How are American attitudes to luxury changing?

The health crisis caused by COVID-19 is steadily making way for an economic crisis as businesses seek support in restarting operations and individuals face up to job insecurity. Canvas8 spoke to 17 people in the UK and US to find out how their spending habits have been impacted by the pandemic.

How has COVID-19 affected people’s spending habits?

As fears of a recession cause purse-strings to tighten, luxury brands are searching for new ways to reach audiences. Having long relied on the in-person experience, how are fine jewellery firms tackling this challenge? And what will HNWIs prioritise when buying high-end accessories post-pandemic?

How will jewellers dazzle HNWIs post-COVID-19?

While takeaways are often a go-to for time-pressed families, they’re not known for being healthy. Medleys is looking to change that, with a food-delivery service that focuses on nutrition but doesn’t compromise on taste – all at family-friendly prices, it’s indulgence without any guilt.

Medleys: kid-friendly, healthy takeaway

Grocery stores have seen business boom as Americans have sought out shelf-stable foods to prepare for life under lockdown. What does this mass uptake of non-perishables reveal about the ways people are eating during the crisis? And will their taste for these products last post-COVID-19?

How are Americans filling their pandemic pantries?

With American luxury buyers wanting charitable giving to be a more seamless and integrated part of their day-to-day, they’re looking to brands for help. Luxury fashion retailer Olivela enables customers to shop their favorite labels while giving 20% of all proceeds to partner charities.

Olivela: purpose-first purchases for luxury buyers

Driven by the need to distance themselves from others and adhere to stricter budgets, many Britons are changing the way they shop for groceries due to COVID-19. But while a growing number are ordering online and stockpiling during the crisis, which behaviours are likely to stick afterwards?

Why is the big weekly shop back for Britons?

As recession mindsets set in, people are becoming hyper-sensitive to wealth inequality, whether by lashing out at celebrities or criticising conspicuous consumption. But they’re not depriving themselves of pleasure altogether. People are pivoting to entry-level indulgences such as luxe lipstick or discounted stock sold via platforms like Alibaba’s Luxury Soho, which aims to ease hesitant buyers back into shopping. Meanwhile, some individuals are teaching themselves how to make their go-to indulgences for a fraction of the price – hence why visits to gourmet recipe site Epicurious have rocketed – and luxury brands such as Alexander McQueen and Dior are inviting sartorial hobbyists to test their fashion skills by releasing DIY tutorials and challenges.

CRISIS BEHAVIOURS

POST-CRISIS BEHAVIOURS

Historically, responses to pandemics have followed a pattern – from initial denial and anxiety to a period of adjustment and, finally, the establishment of a new normal. These stages are mapped against the estimated number of new active cases over time. 

A focus on doing it yourself is driving the ‘homebody economy’ as people realise how much they can cut costs at home. In the UK, 43% of adults are eating and cooking at home more than before the crisis, while 29% say they’ll dine out less frequently after it’s resolved. (May 2020)

COVID-19 has caused Americans to re-evaluate their lifestyles, and one consequence is a rejection of the big city. Deprived of culture due to the virus, yet still dealing with high rents and crowds, young people, in particular, are reassessing their commitment to urban life. (May 2020)

The luxury industry has frequently come under fire for its negative eco and social impact – points that have been sharpened during the pandemic. As shoppers begin to reassess their values, they’re looking for brands that let them make a positive impact through their purchases. (May 2020)

Though people want to optimise their savings, they don’t want thriftiness to come at the expense of nutrition. Family-focused delivery service Medleys makes it easy to feed four mouths for £15, providing the ‘treat’ of getting a takeaway without the economic or dietary overindulgence. (May 2020)

Having spent lockdown at home and re-evaluated their possessions, people in China have shifted their attitudes to shopping. They’re reselling unwanted items – causing social media posts with the hashtag #ditchyourstuff to trend – while taboos around second-hand clothing are lifting. (May 2020)

People are shopping less but their interest in fashion hasn’t waned. Brands have noticed that some young shoppers are opting to make their own garments instead of buying new while under lockdown and are responding by giving them the creative tools they need. (May 2020)

EMERGING DEVELOPMENTS

“Even if everybody gets it, like yeah, people are going to die, which is terrible … but inevitable?” says Vanessa Hudgens, American actress, singer, and 

 during an Instagram Live selfie video session discussing COVID-19. 

 after facing backlash online. “What a horrible and heartless message for you to share,” reads 

. “To laugh at this unthinkable tragedy, with an almost unimaginable scale of suffering. Unconscionable,” 

. The pandemic has ushered in a zero-tolerance approach to celebrity missteps.

“What's facilitated this access is social media,” says Lore Oxford, global head of cultural insights at We Are Social. “The window into the lives of others has simply opened wider.” 

 This exposure of personal lives through Twitter, Instagram, and TikTok has also seen ‘normal’ people become ‘stars’. And this change in celebrity hierarchy has prompted those who are famous to open up in new ways. “As influencers encroach on the domain of those whose fame is a byproduct of their artistic talent, we’ve begun to see more celebrities try to demonstrate that they are accessible. Relatable,” explains Odessa Paloma Parker, 

 This #nofilter approach has been accelerated by COVID-19, prompting stars to connect with people on a more personal level. Actor Stanley Tucci, for example, 

But some public figures are completely missing the mark, according to Helen Job, founder of problem-solving lab 

 about being unaware of the situation as he was on a silent retreat, or Gal Gadot’s excruciating 

 with her millionaire friends demonstrate just how removed from reality many of our biggest ‘stars' are. We are seeing the role of ‘traditional’ celebrity or gratuitous wealth called out for what it is: out of touch and out of date,” she says. 

 Has COVID-19 killed the cult of celebrity and how will celebrity-fan relationships transform as a result of the global pandemic?

Gen Yers and Zers want a personal relationship with celebrities – in the US, 60% of 13- to 18-year-olds and 54% of 19- to 37-year-olds follow celebrities online, while 41% of Gen Zers say that influencers are the most relatable type of celeb, with 25% thinking of them as friends. 

 The COVID-19 pandemic has only heightened the expectation for intimate interactions. “Celebrities have lowered the barrier between themselves and their fans,” says Oxford. “Usually perceived as inaccessible, a ton of A-listers are engaging with their followings in more direct and intimate ways. This is driven by the sheer volume of time many have on their hands.” 

 In April 2020, music artists like Swae Lee, J Balvin, and Nas performed from their bedrooms at the TikTok-hosted ‘

 have been using the platform to upload dance challenges, games, and pranks to keep themselves and their audiences entertained.

“Social distancing and isolation has demystified the hype of celebrity,” says creative strategist Shanu Walpita. “Suddenly we are collectively invited into celebrity's homes and their intimate spaces via TikTok and Instagram videos. Some celebs are sharing cooking and wellbeing tips, exercise regimes, or just generally inviting us to hang out with them.” 

 But Oxford points out that it’s the less obvious ways that some celebrities are engaging with fans that are intriguing. “Anthony Hopkins is 

, and a haggard-looking Robbie Williams is 

 – all on Instagram or Instagram Live. These moments aren't just creating intimacy, they're giving us insight into other dimensions of these celebrities' personalities. Especially among celebrities who don't usually engage with social on this level. This situation is bringing some of the more social-shy celebrities out of the woodwork, and in the long-term, it wouldn't shock me if some of them stuck around in the more central public consciousness.” 

Down-to-earth online displays are winning hearts

“Now, more than ever, purposeful community-care is valued above anything else,” says Walpita. 

 And with 63% of global shoppers preferring to purchase from purpose-driven brands and 62% feeling that a company's ethical values and authenticity influence what they buy, it’s clear people are looking for brands that prioritise purpose. 

 “The celebs who genuinely do good, and use their cred and clout to give back to communities, are making headlines for the right reasons,” says Walpita. She cites Lady Gaga raising millions as a prime example. 

 The singer has donated $35 million to the World Health Organisation in partnership with poverty charity Global Citizen, as well as raised an additional $127 million through her 

 has made a personal donation of €100,000 to help create new hospital beds in intensive care areas of Milan’s San Raffaele hospital. 

 These moves from Gaga and Ferragni have “cemented their public personas as activists as well as entertainers in fundraising initiatives that put businesses and governments to shame,” says Oxford. 

 Meanwhile, actors Natalie Portman, Lupita Nyong’o, and Dolly Parton are part of an Instagram Live initiative called 

, where celebrities read bedtime stories and encourage donations to charities Save the Children and No Kid Hungry. 

While this is how A-listers are taking action in their own ‘humble’ way, “we’ve also seen the rise of some unusual stars at this time,” says Job. She uses Will & Grace actor 

 as a case in point. His Instagram has “ballooned to 3.5 million followers during the outbreak. The success, I imagine, is down to the unpolished, slightly screwball content – nobody wants to be preached at by Kanye West with his 

. Humour is key, and a level of relatability,” she explains. 

 “COVID-19 has democratised content,” says Walpita. She points to singer Laura Marling 

 on Instagram Live as a perfect example. “These things would not have happened pre-COVID – and definitely not in the same intimate way.” 

Celebrities are virtually inviting fans into their homes

Many celebrities are, however, facing backlashes as a result of their behaviour during the pandemic – “among the social impacts of the coronavirus is its swift dismantling of the cult of celebrity,” writes critic Amanda Hess for 

.“When Pharrell Williams asked his followers to 

donate to aid frontline responders on Twitter

, they virtually grabbed him by the pants and shook him upside-down, telling him to empty his own deep pockets.” 

So what has happened to celebrity influence and status? “COVID-19 has made us reassess what celebrity is. Key workers are our new heroes,” says Walpita. 

 People are seeing a different side to celebrities while in self-isolation, and these new angles have the potential to devalue their influence. People are particularly sensitive to tone-deaf celebrity displays – such as comedian Ellen DeGeneres’ joke 

 outside their multi-million-pound London home.

“The reality is that us all being forced to stay at home has highlighted the sheer inequality of society,” says Oxford. “On webcam – or a front-facing smartphone camera – our faces come with backdrops [of our home], and those backdrops are highly personal tells on our income, our tastes, our habits, and so much more. These are the most explicit tells of wealth and inequality, and right now they're more public than ever, deepening the emotional void between the haves and the have-nots even as our connection and intimacy are supposedly strengthened by our screen-based interactions.” 

Intimacy between the famous and non-famous

Among 16- to 24-year-old internet users, 72% use social networks to keep up with celebrities. This drops to 60% of 25- to 34-year-olds, and 50% of 35- to 44-year-olds. 

 But this devotion is nothing new. “Fans may spend a lot of time watching, reading, and consuming content from the celebrity. And fans may even feel like a celebrity's post is something offered to them by the celebrity (a favour, in essence). It ticks many of the same boxes that we look for in real relationship closeness,” wrote 

 The increased closeness created during the pandemic will prompt a new type of interaction. “Shared activities might see longevity – celebrities and influencers participating in one-off live events, which in turn show people another side of them,” says Oxford. She cites model 

 as an example: “anyone can read along (even though they won't chat with her directly), and feel connected to her. Meanwhile, she diversifies her personal brand – she gets to demonstrate that she's about more than fashion, clothes, and beauty. I think in the long-term we'll see these kinds of interactions stick, as brand-building exercises for celebrities and influencers alike.” 

Good behaviour and quality content earn fans and respect

“It’s become abundantly clear what is useful and beneficial to society and what is not – this applies to brand and celebrity content equally, “ says Job. “A humblebrag or an advert disguised as help or advice seems incredibly distasteful. I believe the smartest move for celebs in this situation is to keep quiet and silently donate where they can.” 

 Walpita agrees: “People are expecting more from celebs during the pandemic and will continue to do so post-. They want to see the people they look up to use their exposure to do good.” 

 Oxford explains that the effects of #nofilter content may not be beneficial in the long-run. “The increased intimacy that some celebrities' less-than-manicured public personas are creating is leaving them open to saying and doing things that no good PR person would allow.” 

Consumers will have higher expectations of celebrities

Post-pandemic, Oxford believes people will demand a continuation of the deeper relationships they’ve made with celebrities during lockdown. “There are concerns that, when this is over, the time and attention influencers and creators have been able to pay their followers for free will continue. The same is most likely true for celebrities – people's notions of 'authentic interactions' in these parasocial relationships will be heightened, and some fans will be pissed if those expectations aren't met.” 

 Walpita believes we will rethink the whole notion of celebrity culture, especially in terms of heroes and who we look up to. Many people are pivoting to idolise the workers who have been fundamental to the COVID-19 relief effort, such as nurses, doctors, carers, and volunteers. “This does not mean that celebrity and pop culture will suddenly not exist post-COVID-19 – what it does mean is that we will definitely rethink what hype and celebrity really mean,” says Walpita. 

How will COVID-19 change the cult of celebrity?

‘Celebrities, coronavirus has exposed how irrelevant you have become’, The Guardian

Interview with Lore Oxford conducted by the author

‘How social media is changing what it means to be a celebrity’, The Globe and Mail

Interview with Helen Job conducted by the author

‘How Much Gen Z Cares About Online Celebrities, In 5 Stats’, YPulse

Interview with Shanu Walpita conducted by the author

‘63% of consumers prefer to purchase from purpose-driven brands, study finds’, Marketing Dive

‘Coronavirus: Lady Gaga raises $35m and announces TV concert’, BBC News

‘One World: Together at Home concert raises $127m for coronavirus relief’, The Guardian

‘These Fashion Industry Leaders are Raising Funds to Help Fight Coronavirus’, WWD

‘A-listers lend talents to bedtime story initiative during lockdown’, The Guardian

‘Celebrity Culture Is Burning’, The New York Times

‘Global celebrity social media audience reach by age 2018’, Statista

‘You're Not Really Friends With That Internet Celebrity’, Psychology Today

From poetry readings to live music tutorials, COVID-19 is transforming the ways celebrities interact with fans. But how are influencers and celebs using or misusing their platforms to broadcast how relatable and accessible they are? And how will the cult of celebrity evolve post-pandemic?

By April 9th 2020, the threat posed by COVID-19 had forced 42 states to impose ‘stay-at-home’ and ‘shelter-in-place’ directives, affecting more than 310 million Americans. 

 These measures, which resulted in the closure of restaurants and panic-buying at supermarkets, caused many people to seriously rethink how they feed themselves while stuck at home. Highlighting this shift in outlook, respondents to a survey conducted by 

 in March cooked an average of six dinners at home in the previous week, representing a significant increase on the 3.8 meals reported in a similar poll from 2018. 

With no idea how long the crisis might last, Americans have been loading their pantries with shelf-stable products to ensure they’ll have something to cook weeks or months down the line. Of the 76% of people who said they’d adjusted their shopping habits due to the pandemic by March, 47% said they’d stocked up on essential items such as food, water, toiletries, and cleaning supplies. 

 Indeed, Nielsen data for the week beginning March 7th revealed that sales of shelf-stable goods were soaring, with dried beans up 63% year-on-year, rice up by 58%, and chickpeas and black beans by 47%. 

 In response, major food companies such as Conagra Brands and General Mills have ramped up production. 

While demand may be surging, farmers are facing manual labor shortages for harvesting crops, stoking fears that the supplies of certain fresh foods are at risk. 

 Added to this, a likely economic downturn and rising levels of unemployment mean that many households are dealing with financial uncertainty, making them more cautious about what they buy. 

 As families juggle remote working with childcare and home-schooling, quick and easy ways to make nutritious meals from shelf-stable products are becoming essential. So, how are Americans addressing the challenge of feeding themselves at home? And which new behaviors are likely to stick once the crisis subsides?

Around the world, empty supermarket shelves have become almost synonymous with the COVID-19 outbreak as people have sought to prepare themselves for what’s to come. According to surveys carried out in late March, only four in ten Americans felt the country was adequately prepared for the crisis and, on a personal level, just 37% felt ‘very’ or ‘extremely’ prepared when it came to essentials such as food, water, toiletries, and medicine. 

 However, the wave of panic-buying doesn’t reflect the reality of the situation in terms of food availability, with the grocery store supply chain reportedly having 80-120 days worth of non-perishable inventory. 

Shipra Gupta, an assistant professor of marketing at the University of Illinois, Springfield, explains that being risk-averse during the pandemic involves stockpiling what are considered practical foods, which means shelf-stable, non-perishable products that consumers can rely on throughout the crisis. 

 Data from in-store marketing firm Catalina for the week ending 22nd March support this idea, finding that sales of canned and ready-to-serve soup were up 369% year-on-year, while powdered milk and dried beans/grains saw rises of 368% and 297% respectively. 

 “Even once we’re able to control some of what’s going on, the fear consumers are feeling will remain and reliance on shelf-stable products will continue,” says Gupta, suggesting that this pantry-loading might persist for some time. 

With experts encouraging Americans to go out for groceries as infrequently as possible, people have had to change their whole approach to shopping. “Usually, grocery shopping is habitual. It’s a utilitarian task,” says Gupta. “But it’s becoming highly involved. Consumers have had to become very strategic about what they buy.” 

 As David Tamarkin, the digital director at recipe site Epicurious, explains, “cooking every day and grocery shopping as infrequently as possible means you have to go [shopping] knowing what you want to cook.” 

 Meal-planning (and home-cooking) was already on the rise among Gen Yers before the pandemic, predominantly driven by a desire to save money and eat healthily. Peapod’s 2018 Annual Meal Planning Survey found that 59% of Yers planned to cook more often in 2019 and 51% showed an interest in creating weekly meal plans. 

Going out frequently for fresh produce may raise the risk of virus exposure

Within a month of President Trump’s declaration of a national emergency, more than 22 million Americans filed an unemployment claim, and with 80-90% of people expecting a recession in 2020/21 due to the virus, meal-planning will be all the more important. 

 For the millions of households set to face financial uncertainty, the appeal of shelf-stable products is likely to grow, offering an economical way to feed whole families on a budget.

The ability to stockpile nutritious foods will vary vastly depending on where people live. The US Department of Agriculture reported that approximately 19 million Americans lived in food deserts in 2015, with those in rural areas having to travel over 10 miles to buy groceries. This inaccessibility significantly impacts what they buy and eat, forcing many people to rely on packaged and frozen foods – 40% of ‘Rural Middle Americans’ (as defined by the American Communities Project) shop at dollar stores, which typically offer little or no fresh produce. 

, Hi’ilei Hobart, an assistant professor of anthropology at the University of Texas, explained that for many rural residents, shopping infrequently and frugally and cooking with shelf-stable ingredients is the normal way of life. Meanwhile, city-dwellers “have a different knowledge set and skill set that is appropriate for their everyday lives.” 

With almost all meals now eaten in the home, people are spending more time in the kitchen – 60% of Americans claim to be cooking more from scratch since the start of the outbreak. 

 As they look to improve their skills and find recipe inspiration, they’re turning to trusted sources online. Google searches for cooking videos reportedly hit ‘Thanksgiving-level highs’ in March, while Tamarkin says the overall traffic at Epicurious is “crazy.” 

 For some, the pandemic is offering an abundance of free time to indulge in project cooking, yet many other households, are finding they have less time than ever to prepare meals. 

 User data from NordVPN suggests that Americans working from home are clocking an additional three hours of work each day. With schools and daycare centers closed, families with children are faring particularly badly. Two-thirds of married couples with children are in a situation where both parents are working, leaving no one able to fully dedicate themselves to childcare. 

Shelf-stable goods can help ensure that Americans don’t waste food or dollars

As Americans seek fast ways to get filling meals on the table, many are turning to convenience foods. Nestlé has reported sales increases for products such as its DiGiorno pizzas, Stouffer’s frozen meals, and Hot Pockets sandwiches, while sales of Campbell’s soup were 59% higher in March 2020 than in March 2019. 

 As people settle into what Tamarkin refers to as “a new reality,” their desire for convenience is also influencing the way they cook, pushing them toward easy recipes that make use of ingredients they have. Looking at Epicurious’s data from March, Tamarkin says: “We’re seeing sheet-pan dinners and grilling recipes spike, and both of these speak to me about faster, doing-everything-at-once, throw-it-in-the oven cooking.” 

Celebrity chefs and foodie influencers are pivoting to provide ‘scarcity-themed content’. For instance, 

, known for her simple home cooking using pantry staples, has seen an explosion in popularity. 

, a YouTube series on making the most of staples such as rice and lentils. At Epicurious, the 

 that Tamarkin and his team have been sharing are proving particularly successful. Each comprises ten recipes designed to be as flexible as possible by sharing every possible ingredient swap. “[Their popularity] tells us two things: people want a guide for what to cook and are overwhelmed by the planning,” he says. “They’re finding recipes restrictive, so they’re looking for flexible suggestions. Recipes are, by nature, very prescriptive and this isn’t a time when we can guarantee anything.” 

Research conducted by food and beverage consultancy Hunter suggests that of those Americans who are cooking from scratch more during the pandemic, 51% will continue to do so post-crisis. 

 Having discovered an appetite for baking and sauteeing when shelf-stable foods are so popular will no doubt influence longer-term perception of these products, as will a recession. “We counted three economic recessions in the past 30 years and, in each of them, the data show that consumers shifted more toward at-home food consumption to save money,” says Robert Moskow, an analyst at Credit Suisse. “I would expect food-at-home consumption to increase, and not just for the next two months but for the next 12 months.” 

 Tamarkin agrees that the importance of being prepared will last beyond 2020. “The pandemic will have a lasting impact on the things people buy and how much they buy, and we’ll see a sustained interest in non-perishable foods,” he says. “People have a long memory and will want to keep their pantries a little fuller than in the past.” 

With little to do at home, people are experimenting with their stocked pantries

Emphasize the versatility of shelf-stable products

The renewed interest in shelf-stable foods offers brands an opportunity to win over people who are trying these products for the first time. A survey carried out by McKinsey in late March found that 30-40% of Americans had tried new products and brands and 12% of them expected to continue purchasing them after the pandemic. 

 As always, the key to attracting new customers is getting the messaging right and during the COVID-19 crisis, that may involve appealing to shifting priorities. One such priority is versatility, especially as shoppers surveyed between March 18th and 23rd said they were unable to find 40% of the items on their lists, even after visiting an average of two grocery stores. 

 It’s not just flexible recipes that people are starting to value, but flexible ingredients as well. Post-pandemic, Tamarkin predicts a new respect for non-perishables as “people discover how many different things they can do with, say, a can of tuna or a jar of marinara.” 

Alternative retail channels will make stocking up easier

To source ingredients that might be harder to come by at supermarkets – and sometimes to cut costs – some shoppers are taking a different approach to stocking up by turning to wholesalers. Pepper, a digital platform that connects restaurants with suppliers, has launched 

, enabling regular consumers in New York to place orders directly with wholesale suppliers, including both fresh produce and shelf-stable items. Meanwhile, 

 offers an eco-friendly way to buy in bulk, selling price-competitive, non-perishable foods in reusable, returnable packaging. In the UK, Heinz is jumping on the direct-to-consumer bandwagon by introducing home deliveries of its most popular products. 

 offers an Essentials box of 16 cans – including baked beans, spaghetti hoops, and tomato soup – for just £10 ($12.30).

People’s attempts to protect themselves from the virus have fueled demand for health and hygiene products, with sales of hand sanitizer in the four weeks to February 22 being 73% higher than in the same period in 2019. 

 According to Nielsen, when people return to their daily routines, they may continue to be cautious about health, impacting the way they shop. 

 Despite experts claiming that the risk of infection from grocery shopping is small, Gupta believes the perceived danger may still lead to a lasting preference for shelf-stable products, as “people will consider buying something with a longer shelf-life because the likelihood of them getting contaminated is lower.” 

 Considering that 50% of Americans who’ve changed their produce purchasing habits say they’re concerned about touching fruit and veg on display at stores, robust hygiene policies could help retailers win over wary shoppers. 

 “If a brand is able to offer risk-averse solutions,” says Gupta, “I think [consumers] will definitely go for it.” 

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'How the coronavirus crisis is changing grocery shopping', Supermarket News

'So you’ve stocked up on food for self-isolation. Now what?', Quartz

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Interview with Shipra Gupta conducted by the author

Interview with David Tamarkin conducted by the author

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A lot of companies [are] touting togetherness and community, which [can] sound trite. Instead, help consumers to help themselves, which means helping them destress, be self-reliant, and do something nice for themselves and others.

RESTRAINED CONSUMPTION

Consumption is driven by strong motivations such as emotion, identity, and social connection, but COVID-19 has put pressure on these stimuli. As a result, the values and habits that have traditionally shaped how people relate to spending are shifting dramatically. With 

 of Britons anticipating a recession in the next year, people are already cutting back on their consumption to plan for the future.